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SaaS providers, you know how challenging it can be to get your prospects excited about a technical solution.
But imagine if your SaaS brand’s popularity skyrocketed by 139%!
It’s possible! With videos. But there’s a lot more to it.
If your videos don’t get people excited about your software, they’re dead in the water.
And you don’t need me to tell you why that’s bad for business.
Here’s where well-crafted SaaS Video Ads come to the rescue!
They give users a glimpse into what your software can do and why it is exactly the thing for your prospective users.
In this blog, we’ll journey into the world of software video marketing.
Exploring the fundamentals and best practices behind successful campaigns along with some best handpicked examples to get your creativity flowing.
SaaS video ads are specialized marketing videos created by software companies to promote their SaaS to potential users.
These video ads offer a dynamic way to develop interest and leave a lasting impression on potential customers.
Combining visual elements, storytelling, and informational content to create a compelling narrative about your SaaS product.
But you have to see it to believe it.
And the next section on some of the best SaaS video ads examples does just that.
Let’s kick it off with this example from Vibe.co made in collaboration with What a Story.
Their intention was simple: To make TV ad campaign management hassle-free with their SaaS.
So to get their point across, they chose motion graphics animation for the job.
Highlighting how their software measures metrics related to ad performance.
Be it software or any product in general, you need to see it to believe it.
I like how they do just that by letting the visuals do the talking and presenting an accurate user experience.
The way it’s designed makes it a good contender for SaaS marketing on social media.
Our next SaaS video example comes from Calendly.
If I have to describe this video ad with one word, that would be simplicity.
And when you realize that this SaaS product serves the singular purpose of making appointment scheduling seamless, it makes sense too.
Using a mixed-media animation approach, the video gives a realistic preview of where Calendly can be useful.
And when users see themselves using the SaaS product through such representations, it gets them excited and more willing to come knocking at your door.
It’s not uncommon for well-known brands to undergo rebranding now and then.
This is so common that more than 74% of S&P 100 companies have undergone rebranding in the last seven years.
The same goes for SaaS brands as well.
And to prove my point, here’s a video ad from Zendesk.
It turns to quirky geometric shape animation to ease viewers into their new branding.
They even have a name for it: Relationshapes.
But here’s what makes the video ad so unique.
Each shape represents a Zendesk product and with this ad, they show how all of them come together to build better customer relationships.
If I had to name one video that reimagined building trust with prospects using animation, this example from Zendesk would be it.
Specificity should be your top priority with your commercial ads.
Not only will it make your messaging unique but will also address the pain points of your customers accurately.
Case in point: Penny.
It starts with a simple question: “Still using Excel to manage your procurement?”
Now that Penny has your attention, they get into specifics.
They address the common pain point of sourcing in procurement and use it to show how their software solves this challenge.
But instead of getting technical, they choose to highlight benefits like how their software saves time and money in the procurement process.
Their logo animation at the end is a subtle nod to learn more by visiting their website landing page.
Animation has helped them narrow down on what matters to audiences in the procurement space.
No wonder this video has attracted a lot of eyeballs–1.2M to be precise.
SaaS products come in many shapes and sizes.
But their primary function is to increase their user’s efficiency.
Imagine if your video ads can also give viewers a feel for the increased efficiency your SaaS brings to the table.
With this example from Slack, you won’t have to look further.
The video starts off with the statement: “Break out of the inbox”.
Subtly hinting at how a stacked inbox full of emails makes workplace productivity take a nosedive.
The next line presents itself as a ray of hope: “Choose a better way to work”.
Here’s where Slack comes in.
Using texts and 3D animation, they address the problem of productivity on an emotional level.
And by doing so, they position themselves as a reliable solution to their audience’s worries.
The video makes the essence of efficiency not just heard but felt.
There’s a golden rule when it comes to making your video ads have the most impact.
Be straightforward and don’t beat around the bush.
This video from Atlassian is a classic example of this philosophy in action.
As the creators of team-working SaaS solutions, they center their entire message around collaboration and teamwork.
Character animation sprinkles a touch of finesse into the video by bringing their message to life.
With vibrant visuals matching their brand color palette bringing everything together.
The best part about videos is the flexibility they provide to mold your message as you see fit.
That’s what helped Pipe here go against the grain and be innovative with their video ad.
A collaboration with Content Beta turned this video into a short tutorial on how users can get started with their software in three simple steps.
But this is just a part of why this video ad works so well.
Notice the text animation at the beginning that says: “Grow on your own terms”.
Quite a fascinating way to make you feel euphoric and excited about what’s possible with their SaaS.
Talk about a video that checks all the boxes while also thinking outside of the box!
This example from AgentGo is a special one.
As a SaaS targeted to professionals in real estate, the video gets the basics right.
But it wouldn’t have been in this list of examples if it didn’t go the extra mile.
Zelios Agency hooked them up with a blend of character animation and motion graphics animation, turning this ad into a mini-movie that feels eye candy.
All the while addressing the problems professionals face when it comes to running real estate ads.
Subtly presenting their SaaS offering as a viable solution without going for the hard sell.
Every business wants to connect with their customers better.
And when customers see that your brand is putting in the effort, they’re much more likely to check out what you have to offer.
ThoughtSpot saw video ads to be a great tool for this.
Taking help from leftchannel, they keep their message focused on financial institutions throughout the video.
Show how their data analytics platform can help such institutions give a personalized banking experience to their customers.
The language of the voiceover complements this message so the ad can have maximum impact.
Animation is the cherry on top that positions ThoughtSpot as just the friend financial institutions are looking for.
Just like we saw in the case of Slack, efficiency is what makes SaaS products valuable.
And when your consumers see this, suddenly your SaaS is all that they’re talking about.
So let’s look at another example of this with TackleBox here made with the help of Optious.
The video makes it clear that as an automation software, “efficiency” is their middle name.
It gives viewers a glimpse into their software’s dashboard and sees first-hand how it makes data visualization as easy as a click of a button.
And the vivid animation of various elements of the software drives the point home.
Leaving nothing up to chance and showing everything that TackleBox is capable of.
A brand like Google probably needs no introduction.
They have established themselves as a brand that’s hard to ignore in a sea of competitors.
And this video ad from them has a sprinkle of that Google charm we’re all familiar with.
Unironically, the animation speaks for itself, even in the absence of a voiceover.
Showing how adopting a “Less is More” philosophy with your SaaS ads can work wonders.
And the 7.1 million people who have watched this ad would probably say the same thing.
It’s always a great day at the office when your brand decides to undergo a makeover.
Just like we saw in the case of Zendesk, rebranding can give a fresh perspective to your audience and bring them closer to your brand.
Evernote has the same thing to say with their video ad here.
It turns their ad into a short app demo that goes over their redesigns and new functionalities.
But showing every new feature all at once could leave viewers scratching their head as they struggle to recall half of what you said.
Evernote knew this very well and entrusted animation to make things simpler for their viewers.
The ad takes you through important features one at a time, showing an immersive demonstration of the features in action.
And with the upbeat music in the mix, it’s a memorable viewing experience like no other.
Here’s what a lot of SaaS video ads get wrong.
They’re designed as a means to an end.
And in this pursuit, ads turn out to be quite barebones.
The result? It doesn’t perform as you hoped it would.
Animation, however, changes the dynamic by giving you tools to put in that extra effort.
I’ll let Zapier here put things into perspective.
It addresses the perils of manual tasks and the need for building systems that automate them.
With the help of abstract animation, they make it clear why Zapier is the right SaaS for the job.
What stands out in this ad is the character designs and the contrasting colors to make each frame of the video pop.
If you’re finding it difficult to take your eyes off the video, trust me, you’re not alone.
Who would have thought watching a SaaS ad would be this fun?
Have you ever seen an iPhone submerged in water with a goldfish hovering around it?
Maybe not–but that’s the first thing you see when you watch this ad from Hootsuite.
It takes you aback when it says “Drop Your Phone”.
And one look at the beginning frame shows that they weren’t kidding.
All in the name of showing how their software makes content management simple and seamless.
Here’s the key takeaway from this video.
Taking an unconventional approach to your video ads isn’t always a bad thing.
It breaks the monotony of otherwise rigid ads that are quite common in the advertising world.
I say if you see an opportunity to turn your ad into something your viewers have never seen before, take it without thinking twice.
It’s usually advisable that your SaaS ad focuses on benefits over features.
Here’s a video ad from Amazon AWS to show you what I’m talking about.
Taking the help of 3D animation, they blend together live-action footage with photorealistic characters to show the possibilities with AWS.
Every frame is designed to make you feel like you’re part of their story.
Making you wonder why the 30-second video feels a lot longer than it is.
Building brand awareness is easier said than done.
With SaaS brands, the story is a bit different.
Along with brand awareness, they also need to show why their solution is the most practical choice among the competition.
Here’s a SaaS explainer video example from Kaddy to show you how it’s done.
The video ad is designed in such a way that it embraces the video-first approach, working its wonders across all major digital platforms.
Made by the good folks at Vidico, it talks about the challenges in the beverage distribution industry and how their software solves those challenges.
Ending with a powerful CTA encouraging interested parties to request a demo.
You must have heard the phrase: “Simplicity is elegance”.
When it comes to video ads, this phrase becomes a rule of thumb that guides your advertising efforts in the right direction.
Have a look at this software demo ad from JustCall.
Taking the help of the maestros at What a Story, they have crafted a short snippet into their SaaS offering.
Showing you how their software automates lead generation and makes it more effective.
A simple yet effective CTA at the end urges viewers to try their software out for themselves.
Still think simplicity doesn’t sit well with your video ad?
Imagine if you came across an ad that only dabbled in technicalities.
How long would it take for you to start snoring in the middle of it?
Here’s the deal: SaaS video ads are made to clarify, not confuse.
Take this example from MeetWise here.
Along with Zelios Agency, they speak directly to people struggling with scheduling automation and demystify it using minimalistic animation.
Notice how it takes a more conversational approach to present their SaaS.
This approach helps MeetWise better connect with their audience, making them more perceptive to what they have to say.
Now here’s an innovative video ad from Adobe that pushes the boundaries of creativity.
It uses live-action footage and adds rotoscope animation to make each frame come to life.
But the overall presentation takes the cake here, using a POV perspective to see what’s unfolding in front of your eyes.
Just goes on to show that going the extra mile to get people excited about your SaaS is probably the best thing you could do.
Talking about your SaaS to prospective users can go one of two ways.
Here’s the difference: The latter pays attention to what the user wants.
Which makes your brand’s message feel more personal to your audience.
How do you add this customer-centric approach to your video ads?
Figma has a couple of tricks up its sleeve with this example that introduces their new AI.
By subtly adding hints of product demonstrations throughout their ad, they get people excited about their software while not revealing everything all at once.
The video is designed in such a way that it makes people keep guessing what’s about to happen next.
I want you to think about a popular software.
What’s the first thing that comes to your mind?
Is it the software’s technical specification or its compatibility with your computer?
If you’re still guessing, let me help you out.
More often than not, you think about the things you can achieve with that software.
This example from Canva demonstrates this really well
It shows the various tools that make team collaboration more intuitive and fun.
It uses animation in between live-action footage to show practicality and evoke emotions at the same time.
Letting everyone know that when it’s about getting work done, Canva has got you covered.
I don’t need to tell you how dynamic the SaaS industry is.
New features come out at such a rate that it’s impossible to keep up.
With video ads, SaaS brands can spread the word about new features and get them excited about using them.
This is exactly what ServiceNow did with this video.
It introduces their generative AI and talks about how it seamlessly integrates with their software’s core functionalities.
But the icing on the cake is the use of kinetic typography to add more impact to their message.
And add more impact it did!
One look at this video ad and you might mistake it for a clip from a Pixar movie.
But this is how far Gusto was willing to go to make their message memorable.
While it frames their message across several contexts, showing their payroll software playing its part in each scenario is what draws viewers in.
This is one of the best 3D cartoon advertisements I’ve come across.
And the fluid motion design is just hard to ignore.
Making you want to keep watching, long after the video ends.
If you have to take one thing from the ServiceNow example we saw earlier, it’s this.
Brands need to show how new features make the SaaS better.
And to give you some idea, here’s an example from Notion.
While this video is an introduction to their new Notion AI, it goes a step further.
Showing how the AI works in tandem with the primary features of Notion’s software.
Whether it’s speaking to new users interested in AI while also addressing existing Notion users, this video ad doesn’t disappoint.
Let’s end our exploration with a funny one.
Take a look at this video ad from Sentry.
It cleverly addresses an issue completely unrelated to what Sentry does involving a cat that interrupts your work.
And by the time you know it, they hit you with the line, “Sentry Can’t Fix This”.
Now they have you hooked. And they don’t let it go to waste.
They quickly draw our attention to their software and talk about how it optimizes code deployment.
Simply put: It’s fun and quirky.
But most importantly, it’s effective in getting people to come knocking at Sentry’s door asking to know more.
Creating impactful SaaS video ads requires more than just a good idea.
It demands an approach that brings your target audience closer to your product.
Here are some best practices to consider, along with tips on how to implement them:
Start by clearly defining the problem your SaaS product solves, then demonstrate how your solution addresses this problem effectively.
To keep your video ad concise, focus on the one major pain point that your SaaS users have and present your offering as the solution.
Followed by a clear outline to let your audience know what to do next.
I talk about this more in the Call to Action section later on.
The most effective SaaS video ads are often concise, keeping the viewer's attention from start to finish.
Aim for a duration of 30 to 90 seconds.
The best way to ensure this video length is to give extra attention to your video script.
Focus on key messages and avoid any fluff that doesn't contribute to your main objective or is irrelevant to your SaaS offering.
If your video doesn’t have a voiceover, try visualizing what to include in your ad by making a storyboard.
The point is to keep things relevant to make it valuable to your audience while keeping its duration under consideration.
When it comes to video ads, throwing everything on the wall to see what sticks is not the way to go.
Again, specificity is the name of the game here.
So ask yourself: “What’s that one thing I want my audience to know about my SaaS?”
To make it easier, let your video ads focus on the Unique Selling Points (USPs) of your SaaS product.
Identify what sets your product apart from competitors and make sure these USPs are front and center in your video ad.
Implement this by using clear visuals and direct language to outline your product's benefits, not just its features.
Using testimonials and user reviews is not unheard of with video ads.
Testimonials work their magic by building your brand’s credibility through social proof.
To get started, feature short, authentic testimonials from satisfied customers or data points that demonstrate your product's success.
A good rule of thumb is to include one customer experience that sums up your software’s user experience.
Make sure the customer feedback you use is highlighted properly and is quantifiable in order for your viewers to understand its significance.
Almost 70% of digital video consumption in the United States comes from a smartphone.
Globally, it’s the same story as mobile devices are becoming more and more common.
So making your SaaS video ads optimized for mobile viewing should be among your priorities.
This means considering vertical formats for platforms like Instagram Stories or ensuring your videos are visually appealing even on smaller screens.
Always test your video on multiple devices of varying aspect ratios before launching your campaign to ensure it doesn’t look inconsistent.
The beginning of your SaaS video ads should immediately grab the attention of your viewers.
But the ending of your video ad also matters when you include a clear call to action (CTA) in it.
At the end of the day, your ad should guide viewers on what to do next.
Whether it's:
The point is to make your CTA clear and compelling.
Use on-screen text or graphics to make it stand out and be more prominent.
Just make sure it doesn’t overlap with other visuals of your video ad.
Not every video will hit the mark on the first try.
But advertising has a budget attached to it and if the video doesn’t perform, it can throw a major chunk of your marketing dollars down the drain.
So try using A/B testing to see which video ad engages your audience the most.
Test out different versions of your video ad with different CTAs, video lengths, or messaging angles.
Implement A/B testing by using platforms like VWO or Meta Business Suite that allow for video ad performance tracking and analysis.
Once you’re absolutely certain that a version of your video ad is performing the best, commit to an advertising budget.
This will minimize unnecessary marketing spends and ensure you are getting the desired ROI on your marketing efforts.
To ensure your SaaS video ads reach your target audience, incorporate relevant keywords into your video's title, description, and tags when posting it online.
This SEO practice helps your video show up in search results, increasing visibility and organic reach.
To implement this, conduct keyword research using tools like Semrush and Ahrefs and make a note of relevant keywords.
The point is to identify the terms and phrases your target audience is using when searching for solutions that your SaaS product offers.
Use these keywords naturally in your video's metadata and consider including them in the spoken dialogue or on-screen text within the video itself.
This strategy not only aids in discoverability but also aligns your video content with the search behaviors of your potential customers, making your ad more relevant and impactful.
Latest video marketing statistics suggest that you have less than 7 seconds to make a good first impression.
So to make every second count, pay close attention to your ad’s visual and sound design.
Make sure the visual quality directly correlates with your brand’s identity and values.
Use high-quality graphics, animations, or live-action footage and make it align with your brand's aesthetic.
Now you have two ways to turn your video ads into visual masterpieces:
The first few seconds of your video ad get the audience's foot in the door.
But a good story opens that door and lets them in on what you have to offer.
Translation: People love a good story they can’t keep their eyes off of
So try adding subtle narrative elements in your video ad to make your message more memorable.
Implement storytelling by creating characters your audience can empathize with or by structuring your video with a clear beginning, middle, and end that showcases your SaaS product's impact.
Navigating the world of SaaS video ads can be as challenging as it is rewarding.
Through this blog, we've uncovered the essence of what makes a SaaS video ad successful, showcased exemplary campaigns that have resonated with audiences, and outlined actionable strategies along the way.
Remember that the key to crafting memorable visual experiences lies in understanding your audience, articulating your value proposition clearly, and continuously iterating based on feedback and performance metrics.
We hope these insights and best practices help you achieve great outcomes with your SaaS marketing strategy.
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